This work analyses the unlawful advertising of products with alleged health benefits through the complaints received by the Spanish self-regulatory system for advertising between 2010 and 2015. A total of 323 complaints are characterised according to the profile of the complainant, the advertiser, the mass media and the decision of the advertising jury. The work also examines the conduct of advertisers, in breach of general advertising regulations on unfair or misleading advertising contents, and of specific regulations on the advertising of products with alleged health benefits.